Developing a Blog for Business Advantage

Duration: 1 Day


This course will enable those who want to develop the written content of their blog to practise and improve various techniques for engaging their readers, encouraging comment, and creating a blogging ‘voice’. Keyword and phrase integration, writing styles and structures, headlines, proofreading blog copy and maximising the potential of links will all be covered.


This course suits anyone who feels confident with the technical and structural use of blogging software and would like to focus on maximising the impact, reach and engagement of the written content of their blog. Some writing experience is useful, but not essential.

Course includes

A comprehensive set of reference notes covering course topics, follow-up telephone support and, for training on Transmedia premises, lunch and refreshments.

Course outline

Blogging formats

  • Defining the purpose and target audience of your blog
  • How different formats suit different aims
  • How blogging is different from journalism or business copywriting
  • Matching the words with the look and feel of your blog

Essential elements

  • Identifying key words and phrases
  • Using key words and phrases discreetly in your blog
  • Devising the best length and frequency for your posts
  • Building a voice of authority through your blog

The writing

  • Different ways to craft a conversational tone
  • Planning what you want to say
  • Building a post using different structures
  • Useful tips for writing engaging sentences and paragraphs
  • Why proofreading before publishing is essential

Connecting with your audience

  • Judging the right amount of information to include
  • Building a community
  • Managing comments and feedback
  • Attracting new readers

Long term blogging strategies

  • Coming up with ideas and opportunities for posts
  • Using the blog to personalise your brand or business
  • Inviting guest bloggers
  • Developing links and blog rolls

This course is available as a private or customised course. Contact us for further information and to customise this course to your exact requirements:

Phone us: 0208 269 4260Book Now

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